Factors Affecting Acceptance And Use Of E-commerce In Russian Federation.

In the century of research and technological development(RTD),technological innovations play significant role in market improvement.E-commerce has become a new promising sector of economy.No doubts that it will grow rapidly,because advantages of buying online are obvious: saving time,reduced costs,convenience and many others.E-commerce and Internet has made a crucial change to the whole Russian Federation trade sector as well as social values and culture.Nevertheless,the acceptance of e-commerce confronts many challenges and barriers,such as lack of law regulations,delivery problems,mistrust and many others not solved yet complications.The purpose of this research is to find out which factors are affecting Russian e-commerce and how.Thus the research questions are:(1)how do factors proposed in present research model impact on e-commerce acceptance and use in Russian Federation?(2)how does trust impact on e-commerce acceptance and use in Russian Federation?(3)how does website quality impact on e-commerce acceptance and use in Russian Federation? The answers to these questions will not only be useful for the future researches,but also will make contribution to Russian e-commerce.After an extensive literature review of all existing technology acceptance models,the Unified Theory of Acceptance and Use of Technology(UTAUT)was chosen as the model for present research.On the basis of Russian e-commerce situation literature review two independent variables were added to original model – website quality and trust to study their impact on intention to accept e-commerce.Based on the data of 111 valid questionnaires,the following conclusions were drawn:(1)performance expectancy and effort expectancy have the strongest impact on intention to accept and use e-commerce,however social influence and facilitating conditions don't have much influence on e-commerce acceptance;(2)trust doesn't have any effect on intention to adopt e-commerce;(3)website quality has a positive weak impact on intention to accept and use e-commerce.Nevertheless,literature review showed that trust plays very important role in e-commerce,the results of the research found out that trust doesn't have any impact on intention to accept ecommerce.Looking for a reason of this conclusion,researcher discovered the possible reason of this result.The criteria of uncertainty avoidance from Hofstede's cultural dimensions theory.According to theory,countries with high uncertainty avoidance,such as Russian Federation,are characterized by increased level of anxiety,more emotional resistance to change,a less propensity to risk and less strong motivation for achievement.This is an assumption of researcher that by Hofstede's theory it can be explained why in Russia trust doesn't play an important role during the process of e-commerce acceptance.This topic can be studied in the future research.